HealthLeaders Media Marketing Weekly - November 11, 2009 | Scare Tactics the Standard for Anti-Healthcare Reform Ads
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Lies, Damn Lies, and Swine Flu Marketing Claims
Gienna Shaw, for HealthLeaders News

It's hard not to notice the number of products making claims that they can help ward off the flu. So what should you do about it? Education is the obvious answer, but healthcare organizations are already overwhelmed with calls and visits on this topic. So look to online to help spread the message. [Read More]
  November 11, 2009


Editor's Picks
Kellogg will scrap immunity messaging
Last week in this space I wrote about the controversy stirred up when the Kellogg company put a large yellow banner on its cereal boxes with the bold claim: "Now helps support your child's immunity" (with the word "immunity" in capital letters, so that moms worried about swine flu couldn't possibly miss it). Kellogg will phase out the messaging and a company spokesperson said the claim had nothing to do with the H1N1 virus—that it was, in fact, created before concerns over the virus emerged. Then she sneezed into the crook of her elbow and asked, "Anyone have a box of Cocoa Krispies I could borrow?" [Read More]
Sweet Deal or a Bad Idea?
Speaking of sweets, a number of family practice physicians are upset with the American Academy of Family Physicians for partnering with Coca-Cola to develop consumer education content about beverage sweeteners and other health topics, writes HealthLeaders Media Editor Elyas Bakhtiari. AAFP will retain complete control over developing the content, which will come from evidence-based guidelines, and when appropriate will point out the health hazards of sugary beverages, according to the article. No word about the immunity-boosting powers of Black Cherry Vanilla Coke. [Read More]
Reform ads enter the cheers and jeers phase
The advertising dollars spent on healthcare reform messages continue to pile up. With the House's passage of a sweeping healthcare overhaul, though, the battle enters a new phase as competing groups thank or punish Democrats for their votes, reports the Washington Post. There has already been more than $150 million spent this year on television ads related to the healthcare debate, according to the Campaign Media Analysis Group. As of November 6, about $63 million had been spent on ads favoring Democrats' reform plans and $52 million on ads opposed, according to the analysis group. [Read More]
Campaign Spotlight
Small-Town Clinic Emphasizes Personal Care
Click to view larger version.
Images of stethoscopes, smiling nurses, and thoughtful doctors littered the table in one of Monroe (WI) Clinic's conference rooms. The marketing team was unveiling a rebranding campaign to clinic administrators and they brought clippings of their competitors' cliché ads to show how different their new campaign really was in their market. Monroe decided to create a rebranding campaign when marketers realized its current messaging, which emphasized its innovation, was better suited for one of their competitors. [Read More]
Calendar of Events

December 3: Marketing Cardiology: Service Line Strategies for Marketers

On Demand: Marketing to Physicians: Build Relationships to Increase Referrals

On Demand: Advanced Service Line Marketing: New Orthopedics Growth Strategies

On Demand: HIPAA Changes: New Compliance Strategies for New Marketing Models

On Demand: Marketing Neurosciences: Service Line Strategies for Marketers

On Demand: 5 Ways to Improve the Patient Experience at Your Hospital

On Demand: Form 990H: Act Now to Protect Your Reputation

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From HealthLeaders Magazine
Care Team Architecture

Creativity and flexibility count, sure. But underlying the successful care team design is a foundation of essential and lasting values. [Read More]
Service Line Management
State of Emergency

The nation's emergency departments are feeling the effects of the economic downturn, but innovations in patient throughput and other strategies offer hope for a beleaguered system. [Read More]
Marketing Forum

Recruit and Retain the Perfect Physician: Hiring the right physician to work in your practice for the long haul can be daunting, especially if you?re replacing a successful partner who is retiring or if your practice has a high turnover rate. Before you write a job description or call any candidates for an interview, take the time to create a detailed plan for effective and sustainable physician recruitment and retention. [Read More]
Audio Features

Eileen Dohmann, RN, VP of nursing for Mary Washington Hospital in Fredericksburg, VA, explains the difference between responsibility and accountability, and offers strategies for getting staff to make and keep commitments. [Listen Now]
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